International roaming and data usage is not yet covered under most data plans.But Wi-Fi is available in many international airports, hotels and restaurants to browse the Web or check email.
In 2007, combined U.S. sales from the big five travel publishers that represent over 80% of the market (Frommer’s, Dorling Kindersley, Lonely Planet, Fodor’s, and Avalon’s Moon/Rick Steves) were just over $125 million, according to Stephen Mesquita’s “World Travel Guides Market” report for Nielsen BookScan. The following five years were tough, to say the least: By 2012 combined sales had dropped nearly 40% to $78 million.It’s a similar story in the UK where the combined sales at the seven largest publishers dropped 46% between 2005 and 2012.
Frommer's US sales dropped from $34m to $18m between 2006 and 2012. Lonely Planet's dropped from $25m to $18m over the same period
Google purchased Frommer’s Travel and Unofficial Guides from Wiley & Sons in August 2012 for $22 million. In April 2013 it discontinued the printed guides and sold the brand back to its founder Arthur Frommer.
Whois the culprit?Wikivoyageaims to be the biggesttravel guide on the internet with user-generated content.
Tripadvisorranksamong the top 200 websites in the world.
Air BnB to findhomestaysOn averagetravellers use 8 different sites to plan theirholidays.HoweverThe value provided by a well-researched guidebook is precisely why their buyers are willing to pay the extra few dollars for curated content. Accurate, quality content and information is always in demand
The entire contents of the In Your Pocket guides are online since 1995Since 2000 youcandownloadeach guide a a free PDF
In Your Pocket iscurrently publishing 75 guides in 22 countrieswith a total print-run of over five million guides published each year
In 2010 In Your Pocket developedourown iPhone app
All the guides
What are the advantages of the printedGuidebook over the smartphone?It doesn’t run on batteriesIt has a flexible user interfaceIt has an easy to use off-line navigation system, a.k.a. a map [show the map]It supports natural handwriting and easy not takingIt can serve as a voice amplifier, [megaphone]It can serve as a sunshadeIt has a built-in human powered fanIt is literally unbreakable in case you drop itIt is almost water-resistantAnd… it can come in handy in emergencies [ripping out a page, wiping butt]How could this product ever disappear?
I hope you got the picture:Video didn’t kill the radio,YouTube didn’t kill TVThe smartphone will probably not kill the printed guidebooks.They might come in different formats and packaging…But expert-curated travel content is here to stay.
Thank you very much
EVIDENCE -BASED COMMUNICATIONSWhat is the future forprinted guidebooks?
EVIDENCE -BASED COMMUNICATIONSIn Your Pocket on foursquare
EVIDENCE -BASED COMMUNICATIONSThe Advantages of the Printed Guidebook• It doesn’t run on batteries• It has a flexible user interface• It has an easy to use off-line navigation system, a.k.a. map• It supports natural handwriting and easy note-taking• It can serve as a megaphone• It can serve as a sunshade• It has a built-in human-powered fan• It is literally unbreakable in case you drop it• It is almost water-resistantHow could this product ever disappear?• And… it can come in handy in emergencies
EVIDENCE -BASED COMMUNICATIONSDid you get the picture?
EVIDENCE -BASED COMMUNICATIONSThank you very muchMatthias Lüfkens@Luefkens @B_M @InYourPocketmatthias.firstname.lastname@example.org